Dove's 'Real Beauty Sketches' thought provoking ad campaign
Dovebeauty products are famous for ground breaking campaigns , and no one can hardly forget their provocative Dove Evolution video, but their latest Real Beauty Sketches ad campaign has taken the perception of beauty down a completely different path turning it into a sort of social experiment.
The video since it’s release has gone viral hitting over 21 million hits on YouTube, so what makes this campaign very different from anything you’ve ever seen?
Dove took seven different women and sent them to a location that they had never been to before and one by one, were asked to describe themselves to a man who was behind a curtain and could not see them.
What these women didn’t know was that they were being sketched by Gil Zamora , a former FBI-trained forensics artist who drew two composite sketches of each woman.
The first sketch was based on their physical descriptions of themselves, while the second sketch was based on a description of the woman’s appearance provided by total strangers, who each woman had met earlier in the day.
Put side by side, the two sketches were of course, vastly and dramatically different.
The drawing based on the woman’s own personal description of herself were predominately negative as each woman used phrases such as "rounder face," "protruding jaw," and "big forehead" which resulted in Zamora drawing unflattering sketches.
Instead the stranger’s description not only portrayed a much more accurate resemblance of each woman, the strangers' in all the cases used a more positive languageto describe the same person and the second sketch was definitely more beautiful.
The tagline of the campaign that Ogilvy & Mather ad agency come up with is : "You are more beautiful than you think," so maybe it is true that beauty is really in the eye of the beholder, and Dove has certainly turned out a thought provoking video.